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Social media should be profitable in the B2B sector, if you deploy the right strategy. Social media is about storytelling and distribution. My job is to explain to everyone in the business to business community how simple generating business from social media can be.

Artificial intelligence (AI) has played an important part in B2C relationships over the years. There are thousands of applications, ranging from the recommendation of TV shows to the fraud detection systems deployed across many commercial establishments. The current rise in the use of chatbots is just another level in the use of AI in the B2C space. Perhaps surprisingly, however, the uptake of AI in the B2B world has been rather slow.

Social media marketing might initially appear to be the sole preserve of the business-to-consumer (B2C) marketer. But according to this research into B2B Social media marketing by Omobono, not only can business-to-business (B2B) marketers benefit from social media, but it could be their most effective marketing channel of all.

2016 has been a significant year for B2B social media marketing. As a serious outlet for marketers to take advantage of, social media has grown in acceptance and implementation by leaps and bounds.

But all of that development is simply paving the way for things to come in 2017 for B2B social. Social media initiatives will need to become more sophisticated and nuanced, new technologies will be front-and-center for achieving brand recognition and better lead generation, and audiences will expect much more from the brands they interact with via social media.

Since we’re now well into 2017, it’s a natural time for all marketers to review the marketing tactics they’ve used this year and assess their approaches against other businesses in the sector. For marketers involved in the B2B sector, there are some particularly pressing issues which, if they can be addressed will help ‘feed the funnel’ and develop more quality leads.

When it comes to B2B lead generation, what really impacts the bottom line? In this post, we’re going to talk about how one health-tech company generated a 5,100% ROI from a $1 million integrated online marketing campaign. We’ll also look at how a major accounting firm generated $1.3 billion in pipeline revenue from content marketing.

But before we jump into the case studies and discuss specific strategies, it’s important that you get the foundations right and ensure that you’re able to capture and convert a large percentage of leads from your campaigns.

If you were able to join us at Content Marketing World — or have been following some of the coverage — you know that the tides are turning. While last year at this time we were facing the trough of disillusionment, the energy and momentum we are seeing right now are far more positive. In fact, our newest research, B2B Content Marketing 2017: Benchmarks, Budgets, and Trends—North America, backs this up.

LinkedIn doesn’t have the same mass appeal as Twitter, or the billion members of Facebook, but that’s just fine. Despite the fact that it took the network 6 years to reach 50 million members, experts estimate that someone new creates an account every two seconds in 2013. It remains one of the best destinations for B2B marketers, due to the fact it’s niche appeal.

The average income of a LinkedIn member is around $109,000, which is consistent with its reputation as a hub for high-powered professionals and B2B decision makers. There’s a lot to love about the network, and we’ve developed a comprehensive list of LinkedIn tips for your social media strategy.